Investigating the role of social identification on impulse buying in mobile social commerce: a cross-cultural comparison

Purpose As social commerce migrates to the mobile platform, mobile social commerce (ms–commerce), an emerging way of conducting social commerce in the mobile environment, is gaining popularity among mobile users. Although impulse buying in social commerce has been the focus of scholars in recent years, individuals' impulse-buying behavior in ms–commerce has not been highlighted and therefore is worth investigating. This study addressed that gap...